Media relations are a crucial area of public relations activities. When professionally managed and implemented, the desired messages are generated to support company’s business objectives and enhance its reputation. Social media such as Facebook, Twitter, LinkedIn, and Instagram, the global giant of image communication, provide dialogue opportunities with target audiences. Information have a huge impact and spread like a lightning. To provide professional and effective relations with the press, we offer analysis of the current situation and provide strategic recommendations; we establish and build relationships with journalists, prepare press materials (including press releases and Q&A kit); we organize press briefings, press trips and 1-2-1s; we plan and handle campaigns in social media. The number of Internet users in the world has exceeded 3 billion, transforming static information into dialogue. On September 14, 2016, the number of active Facebook accounts in the world exceeded one billion, of which 15 million are in Poland.